Keyword selection is one of the most critical steps in developing a successful SEO strategy for your website. Choosing keywords correctly can not only increase your website’s traffic but, more importantly, attract the right kind of audience. The users who are most likely to convert.
Whether you’re building content for a local business or managing a nationwide e-commerce site, the process of keyword research plays a fundamental role in ensuring your website ranks well on search engines. Here are 10 expert SEO tips to help you choose the right keywords and drive quality traffic to your website.
1. Analyse your competitors
Competitor analysis is a foundational step often overlooked by many businesses. By evaluating what keywords your direct competitors are targeting, you can identify valuable opportunities. You may be surprised at what keywords your competitors are targeting! This allows you to compete directly and to differentiate your content.
Start by listing your main competitors in your sector. Visit their websites and pay close attention to:
- The keywords used in their main headings and meta title tags
- Meta descriptions and URL structures
- Blog topics and product descriptions
To dig deeper, use tools such as SEMrush, Ahrefs, or Google Keyword Planner. These platforms can show you the specific keywords your competitors rank for, as well as estimates for search volume and difficulty. This benchmarking process will broaden your keyword list and help you identify potential content gaps.
2. Diversify your keyword types
Not all keywords are created equal. A solid SEO strategy for your market should include a mix of:
- Head terms: Broad, high-volume, and highly competitive keywords (e.g. “garden furniture”)
- Mid-tail keywords: Slightly more specific, medium-volume keywords (e.g. “wooden garden furniture”)
- Long-tail keywords: Highly specific and lower in volume, but usually lower in competition (e.g. “affordable wooden garden furniture for small patios”)
While head terms can help with brand visibility, long-tail keywords often yield better conversion rates, particularly for small to medium-sized businesses (SMEs) that serve niche markets or local areas.
3. Put yourself in your customer's shoes
Effective keyword research begins with empathy. Think like your customer: what would they type into Google if they were looking for your product or service?
Chat with your customers, ask friends how they’d search for your business, or browse forums like Reddit to see what real people are saying. Sometimes, you’ll uncover keywords you’d never have thought of in a boardroom. Don’t forget to peek at competitor reviews too. They’re usually a goldmine for understanding what people want.
Also consider voice search. With devices like Alexa and Google Assistant becoming more prevalent in households, users are increasingly searching with conversational phrases. Incorporate natural language queries such as “where can I buy eco-friendly cleaning products near me?”
4. Balance expert language with plain english
If your industry involves technical jargon (e.g. finance, healthcare, or legal services), it’s important to find a balance between using specialised terms and more accessible language.
For example, a dental clinic in London might use both “orthodontic treatment” and “teeth straightening” across its content. The former appeals to those familiar with dental terminology, while the latter captures a broader audience.
This dual-targeting approach ensures you:
- Improve topical authority in your field.
- Appeal to both knowledgeable users and casual browsers.
- Increase your keyword footprint across different segments of your audience.
5. Use synonyms and related terms
Avoid keyword stuffing by using natural language and synonym variations. As a result of constant Google algorithm updates, content that feels natural and informative is more valued than repetitive content.
For instance, if you run a recruitment agency, you might target the keyword “job vacancies in Dublin”, but also include related phrases such as:
- Career opportunities
- Roles available in Dublin
- Hiring now in Dublin City Centre
- Dublin jobs board
These variations improve your content’s semantic relevance and allow you to rank for a wider range of searches.
6. Clarify intent and avoid ambiguity
Some words can have multiple meanings. If you are choosing keywords that are ambiguous, you risk attracting irrelevant traffic that won’t convert.
For example, the keyword “trainers” could refer to running shoes, fashion sneakers, or even personal fitness coaches in some contexts. A more targeted approach would be to refine it to “women’s running trainers size UK 6” or “best Nike trainers for gym workouts”, depending on what your content aims to address.
Tools like Google Search Console and Google’s ‘People Also Ask’ section can help you understand how people are interpreting keywords in your niche and whether you’re attracting the right intent.
7. Organise keywords by priority and intent
Once you’ve assembled your keyword list, sort them by:
- Search volume: How many people search for this keyword each month?
- Competition: How hard will it be to rank for this keyword?
- Search intent: Is the user ready to buy, or just gathering information?
- Business value: Will this keyword drive meaningful conversions?
A keyword like “cheap flights to Barcelona” may have high volume, but “all-inclusive holidays to Barcelona from Manchester” may bring more qualified leads for a local travel agency.
Build your content plan around this structure, assigning priority keywords to cornerstone pages and long-tail ones to blogs or FAQs.
8. Enrich your content's semantic field
Semantic enrichment is the process of adding contextually relevant terms around your primary keyword to build topic authority.
If your core keyword is “sustainable packaging UK”, your content should also touch on:
- Eco-friendly materials
- Plastic-free packaging
- UK environmental regulations
- Zero-waste shipping
This tells Google that your page is comprehensive, increasing your chances of ranking for related queries. It also keeps readers engaged, as your content delivers deeper value than a page simply repeating a single keyword.
9. Use the right keyword research tools
There’s no shortage of tools to help you find and refine your keywords. Here are some that work well for your SEO strategies:
- Google Keyword Planner: Free with a Google Ads account; provides invaluable data.
- Ahrefs or SEMrush: Paid tools offering in-depth competitor research and keyword suggestions.
- Ubersuggest: A budget-friendly tool ideal for small businesses.
- Google Trends: See seasonal interest and regional variations.
- Answer The Public: Discover common questions and long-tail phrases users ask.
- AlsoAsked.com: A great alternative to explore “People Also Ask” questions in visual form.
Using a combination of these will give you the clearest picture of what your audience is searching for and how to meet their needs.
10. Track and refine your results
Keyword research isn’t a one-time task. SEO is an ongoing process that demands monitoring and refinement.
Use tools like Google Search Console to track your rankings and see which queries are driving traffic. Are users finding your site via the keywords you targeted? Or are you gaining impressions for unintended terms?
Regularly review your:
- Meta titles and descriptions: Update underperforming ones
- Page content: Add new sections or refresh old copy
- Internal linking: Strengthen SEO across your site
- Blog posts: Optimise for new or trending keywords
Remember: a site that’s regularly updated and responsive to search trends will consistently perform better in Google rankings.
Keyword strategy for your business's SEO success
Choosing keywords for your website requires more than guesswork. It’s a strategic blend of research, audience insight, and ongoing optimisation. By following these 10 SEO tips, you’ll be better positioned to attract not just more traffic, but better traffic. The kind that converts into leads, enquiries, or sales.
Need expert help defining your keyword strategy? Consider partnering with a highly qualified SEO agency to support your goals with bespoke research and content.
